Interruption Marketing: How many of you rush home to open all of the direct mail pieces sent to you? Do you even open them? Or just throw them in the trash? Do you take time to read the ads in the magazine your read? More and more traditional marketing techniques are becoming wallpaper and not noticed by the consumer. Each traditional tactic is asking the consumers to “interrupt” what they are doing and take another course of action. Permission-based marketing: Consumers give permission to have a dialogue with a company. The consumer will grant permission if he or she sees real value in having a dialogue. If there is real value, then the consumer will anticipate your email and expect it to be relevant and personalized.

Transcript of "The mergence-of-marketing-and-emarketing-dan-rose"

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7Who are we? Precision Dialogue is a leading online directmarketing company in the region. We develop and help manage our client’se-channels- Build community- Cross sell product- Retain client base- Attract profitable new customers or members

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9What is Direct Marketing? Direct Marketing Strategy- Any marketing communication intended to drive aresponse and/or behavior on the part of theintended, and specifically targeted individual Database Marketing- The organization of data that can be analyzed,sorted and used to drive relevant messages tospecific targets

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10Why Direct Marketing? Communication clutter is at an all time high Breaking through the clutter is job 1 Impact and relevancy are the two proven methodsto break through and drive behavior Target marketing is the primary method used todeliver impactful and relevant messages thatachieve these twin goals It costs less per sale than advertising and PR plus ismeasurable and controllable by you

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12Emarketing done rightCampaigns that results in dialogue betweentwo parties.Both parties have granted permission to eachother and thus the content is precisely focusedand of value to both.User behavior is tracked and futurecommunication is refined.Yesterday: Today:Marketer CustomerCustomer Marketer

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13Fundamental MarketingshiftFrom…“I have a mass ofcustomers.”To…“I have a personalrelationship.”

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18 Do we know what our intended customer wants orneeds? What benefits do they seek? What is their pain? There are no average customers The best way to find out? ASK! Implicit vs. Explicit informationCustomer Analysis - “the right behavior”Customer Analysis - “the right behavior”

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19 Internal vs. external analysis- What is the market doing- What are you good at doing yourself? Reactive vs. Proactive- From Good to Great/Fox and Hedgehog Ask and audit…what do you truly do best? And,what are you most profitable doing? What you think you do best vs. what yourcustomer/prospect thinks may be two differentthings entirely.True Capabilities Analysis - ‘the rightcontext”True Capabilities Analysis - ‘the rightcontext”

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20 Traditional SWOT? Yes…as a place to start Ask the questions:- Who are our competitors? Beyond the obvious?- What are they doing and can we do it better thanthem? Or, less expensively than them? Most of us will never recognize an opportunity untilit goes to work in our competitor’s business Competitors are harder to recognize now…in part,because of direct marketing.Market Competitive Analysis - ‘the rightbenefits”Market Competitive Analysis - ‘the rightbenefits”

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24 Mom was right…not everybody will like you nomatter what you do Ideal of 1:1 is not fully realized justyet....Segmentation is the place to start Continue sub segments until you have clear anddistinguishable differences in your audience. Segments allow you to make different offers,provide different content, test, etcSegmenting & Targeting - ‘the rightmarket”Segmenting & Targeting - ‘the rightmarket”

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28 What is your value equation?- The unique delivery of a particular valuethat the targeted audience in fact needs.- Value is always defined by the customer orrecipient of the message. Take the position of your customer orprospect and ask the question: “What’s init for me?” and “Why do I care?”Unique Selling Proposition - ‘the rightoffer”Unique Selling Proposition - ‘the rightoffer”

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29 Segmentation and targeting strategies mean we havemore than “one” right message. Consider the single salient benefit or selling point andlead with this concise point to each segment. Because you can, doesn’t mean you should. Beware oftoo much “flash” in using technology or a channel. Specific tactical suggestions available on our website.Creative Marketing Communications -‘theright message”Creative Marketing Communications -‘theright message”

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52A Fail Safe Campaign“Take a brownie break” Call first to confirm the contact and title Send a “package” with 4 brownies The enclosed letter starts with“Take a brownie break on us, and whileyou’re doing so, you might like to read myletter” Call within 3 days of receipt Cash the check